DIGITAL SALES CHANGING THE ROLES OF ONLINE CAR CONFIGURATORS
DIGITAL SALES CHANGING THE ROLES OF ONLINE CAR CONFIGURATORS

Summary/Abstract: Customers requiring more digital interactions with OEMs change the role of dealers. Whereas in the past, dealers were pivotal in the sales process they are expected to be reduced to test-drive and hand-over retail outlets, with the customers doing essentially the purchase process in self-administration online. As a result, the question arises if the mass customization of OEMs, which creates complexity and a wide variety of choices, is still valid or over-complexifies the process of purchasing a new car. The literature reviewed on mass customization indicates that if the role of the dealer accompanying the customer is taken away, there might be a need to reduce complexity. The reviewed available data set only shows anecdotal evidence, given that Tesla is the only OEM that runs a direct sales model and Mercedes-Benz the only agency. Changing the configuration process is also impossible overnight, as the development cycle and the linked production are multi-year efforts. With OEMs currently being in a shift of sales channels, there is likely a change required going forward, where the introduction of new models can be perceived as the opportunity window.

• Details
• Contents